"Music as a Springboard: Artists Who Become Personal Brands"

In the world of contemporary music, it is increasingly common to observe artists who have transcended their original role as performers to become true personal brands. This evolution raises the question of the true purpose behind their art: is music a means to express emotions, or merely a way to achieve fame that allows them to diversify their income in an increasingly competitive market? Musicians like Miguel Bosé, Rosalía, and Isabel Pantoja, among others, have shown that their media presence goes far beyond their melodies. Interviews with these celebrities rarely focus on their music. Instead of discussing their works, journalists often inquire about their personal lives, anecdotes, and details about their lifestyles. This might seem frustrating to those who value the creative process and hope for artists to open up about their work. However, for many of these musicians, this is not an inconvenience but a deliberate strategy. They often seek to build a public image that encompasses various aspects of their lives, allowing them to connect with their audience in a deeper and more multifaceted way. Santi Carrillo, director of Rockdelux, has been clear about this: today's artists are not interested in providing explanations about their creative processes but in cultivating an image that allows them to attract followers not only for their music but also for their lifestyle and personality. This phenomenon has become almost imperceptible, but its impact on the public perception of these artists is undeniable. Music thus becomes a mere promotional vehicle, a first step that opens doors to a world of business opportunities. Artists like Taylor Swift have skillfully played their cards. Through her lyrics, she shares snippets of her personal life, which in turn feeds her fans' curiosity and makes them feel a more intimate connection. But it doesn’t stop there; her success has extended to fashion lines, dolls, and perfumes. In this way, she has managed to build an empire that goes far beyond the music industry. Harry Styles has also followed this path, launching his own brand, Pleasing, which not only reflects his style but also becomes a symbol of a particular lifestyle. Rihanna is perhaps the most extreme example of this phenomenon. Aware of her stardom, she has chosen to focus on her successful line of cosmetics and lingerie, sidelining music. For her, the question is clear: why sacrifice her time and energy on interviews that may not add value to her business career? Music, in her case, has been a springboard to other horizons, and she has moved away from the conventions that once defined a singer's career. In Spain, the situation is no different. Many local artists have also opted for this multifaceted approach, where music is just one of the many facets of their public identity. Media attention has shifted, and those who seek to learn more about their artistic process find themselves in a constant struggle. The emotional connection that develops between an artist and their audience is overshadowed by the personal branding strategy. Nevertheless, it is important not to lose sight of the fact that many of these musicians still have followers who genuinely appreciate their work. For them, the songs represent an emotional refuge and a form of authentic expression. However, their desire to understand the artistic motivations behind their themes is often left unfulfilled, as artists prefer to talk about their daily lives rather than their creations. The dilemma becomes even more complicated when we consider that, in this new paradigm, music becomes a mere link in a much longer chain of commercial opportunities. They are no longer just artists but entrepreneurs looking to maximize their potential in a globalized market. At the end of the day, music can be a trigger for fame, but the real game is played in the realm of brands and public image. Therefore, the followers of these artists must accept a new agreement: to admire the art of those who choose not to be merely artists. Music has transformed into a component of a much broader identity, and while some may feel that the essence of art is sacrificed, for many musicians, this is the new reality they must navigate. The question is whether this strategy will allow them to maintain an emotional connection with their fans while continuing to expand their influence in the world.